ABSTRACT
Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.
TABLE OF CONTENTS
part |2 pages
Part I. Introduction to Advertising and Public Relations Research
part |2 pages
Part II. Secondary Research in Advertising and Public Relations
part |2 pages
Part III. Primary Research in Advertising And Public Relations: Qualitative Research
part |2 pages
Part IV. Primary Research in Advertising and Public Relations: Quantitative Research
part |2 pages
Part V. Primary Research in Advertising and Public Relations: Other Research Methods
part |2 pages
Part VI. Advertising and Public Relations Research Data Analysis
part |2 pages
Part VII. Practical Aspects of Advertising and Public Relations Research
